Healthcare information provider Wolters Kluwer Health, US, now reportedly leads the industry in digital transformation of medical journals with a strategy to help its advertising partners leverage multimedia content to increase audience reach and engagement, and deliver return on investment.
According to Manhattan Research's recent Taking the Pulse US 2012 study, physician tablet adoption for professional purposes almost doubled since 2011, reaching 62 percent in 2012, with the iPad being the dominant platform. Moreover, four in 10 physicians use a tablet between patient consultations, with online journals being the top source accessed during this time.
With the early market release of Wolters Kluwer's Lippincott William & Wilkins (LWW) medical and nursing journal iPad app editions, the team is seen to be creating value for its advertisers. The aim is to help advertisers get into the 'digital game' quickly, test out and develop new multimedia content, while maintaining their audience reach in the print/online journal.
For pharma and device marketers, video and other rich media ads reportedly allow them to visually illustrate products and studies, engaging readers to create a stronger brand experience overall. To date 50 advertisers, including five of the top 20 pharma and six of the top 20 device companies, are using LWW's digital journal solution.
Digital content strategies also said to provide a more transparent view into reader behaviours that translates into greater return on investment for advertisers. Preliminary data from LWW journal apps across six specialties showed an iPad reader interacting with an ad on average 10–40 seconds, while page views for digital increased 30 percent to 70 percent.
